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Hari S Iyer,
M. Sai Chakradhar,
Saurabh Jaiswal,
and
Mukti Prakash Behera
Dealing with relatively intangible entities such as financial services is a challenge as consumers find financial services hard to evaluate.Understanding consumer psychology is relevant to strengthen customer relationship.
Understanding the principles of marketing psychology helps in effectively crafting financial marketing campaigns that resonate with the target audience for enhanced brand connect, consumer awareness and financial purchase decision.
Read more
Dealing with relatively intangible entities such as financial services is a challenge as consumers find financial services hard to evaluate.Understanding consumer psychology is relevant to strengthen customer relationship.
Understanding the principles of marketing psychology helps in effectively crafting financial marketing campaigns that resonate with the target audience for enhanced brand connect, consumer awareness and financial purchase decision.
Read more
Dealing with relatively intangible entities such as financial services is a challenge as consumers find financial services hard to evaluate.Understanding consumer psychology is relevant to strengthen customer relationship.
Understanding the principles of marketing psychology helps in effectively crafting financial marketing campaigns that resonate with the target audience for enhanced brand connect, consumer awareness and financial purchase decision.
What you'll learn
- Introduction to Marketing Psychology
- Psychological foundations of Marketing
- Multi-Generational Consumer Behaviour.
- Motivation, Affect and Decision-Making Process
- Understanding Consumer Personality & Persona
- Nudge& Influence - The Psychology of Persuasion
- Leveraging marketing psychology for financial services marketing
Register for this course and see more details by visiting:
OpenCourser.com/course/fjjpuj/consumer
What's inside
Learning objectives
- Introduction to marketing psychology
- Psychological foundations of marketing
- Multi-generational consumer behaviour.
- Motivation, affect and decision-making process
- Understanding consumer personality & persona
- Nudge& influence - the psychology of persuasion
- Leveraging marketing psychology for financial services marketing
- Introduction to marketing psychology
- Psychological foundations of marketing
- Multi-generational consumer behaviour.
- Motivation, affect and decision-making process
- Understanding consumer personality & persona
- Nudge& influence - the psychology of persuasion
- Leveraging marketing psychology for financial services marketing
Syllabus
Week 1: Introduction to Marketing Psychology
Introductory concepts. Incorporating psychological principles with marketing strategy. Leveraging psychology in marketing strategy.
Read more
Syllabus
Week 1: Introduction to Marketing Psychology
Introductory concepts. Incorporating psychological principles with marketing strategy. Leveraging psychology in marketing strategy.
Read more
Week 2:Consumer Behaviour & Decision Makingin Financial Services
The role of human psychology in comprehending consumer behavior and decision making. Factors shaping consumer behaviour in Financial Services. Responding and shaping consumer behaviour.
Week 3: The Psychology of Nudge & Influence
Understand the nudge concept to influence people's behaviour in a positive way. Proposing positive reinforcement and indirect suggestions as ways to influence the behaviour and decision-making of groups or individuals.
Week 4:Leveraging Behavioral Insights for Digital Banking
Using different forms of consumer psychology such as persuasion architecture and emotion driven behaviour in the digital banking eco-system.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Teaches principles of marketing psychology, enhancing understanding and creation of marketing campaigns for financial services
Provides insights into consumer psychology and decision-making, aiding in the development of effective financial marketing campaigns
Taught by instructors from a leading university, bringing expertise and industry knowledge to the course
Foundation in marketing psychology principles, beneficial for both beginners and professionals
Focuses on applying psychological principles to financial services marketing, providing industry-specific knowledge
Save this course
Save Consumer Psychology in the Financial Industry to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Consumer Psychology in the Financial Industry with these
activities:
Refresher: Financial markets
Show steps
Review the basics of financial markets, types of markets, and the instruments traded in each market.
Browse courses on
Financial Markets
Show steps
-
Revisit textbooks or notes on financial markets.
-
Attend an online webinar or virtual lecture on the basics of financial markets.
-
Read articles or blog posts on recent financial market trends.
Group Discussion Forum
Show steps
Engage in discussions with peers to exchange perspectives, share insights, and challenge your understanding of course concepts.
Browse courses on
Consumer Behavior
Show steps
-
Join online group discussions or forums related to consumer psychology and financial services.
-
Actively participate in discussions by sharing your thoughts and asking questions.
Book Review: Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain
Show steps
This book will help you develop a deep understanding of how the human brain processes and responds to marketing messages, allowing you to create more effective and persuasive marketing campaigns.
View
Neuromarketing
on Amazon
Show steps
-
Read the book
-
Summarize key concepts and takeaways.
-
Identify how the concepts can be applied to financial marketing campaigns.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Quiz on Consumer Psychology Principles
Show steps
Test your understanding of core consumer psychology principles and apply them to real-world marketing scenarios.
Browse courses on
Consumer Psychology
Show steps
-
Complete a series of multiple-choice quizzes covering key consumer psychology concepts.
-
Analyze case studies and apply principles to identify target audience behaviors.
Behavioral Finance Workshop
Show steps
Attend a workshop that explores the intersection of behavioral psychology and finance, providing insights into how psychological factors influence financial decision-making.
Browse courses on
Behavioral Finance
Show steps
-
Identify and attend a workshop that focuses on behavioral finance.
-
Actively participate in the workshop activities and discussions.
-
Apply the lessons learned to your understanding of financial markets and consumer behavior.
Marketing Campaign Proposal
Show steps
Develop a comprehensive marketing campaign proposal that incorporates psychological principles to target a specific financial product or service.
Show steps
-
Conduct market research to identify target audience and their psychological characteristics.
-
Design a marketing campaign that leverages relevant psychological principles.
-
Create a detailed campaign plan outlining strategies, tactics, and evaluation metrics.
Annotated Bibliography of Psychological Studies in Financial Services Marketing
Show steps
Create a comprehensive annotated bibliography that summarizes and evaluates key academic research studies on the use of psychology in financial services marketing.
Browse courses on
Marketing Psychology
Show steps
-
Identify and select relevant academic studies on financial services marketing and psychology.
-
Read and summarize each study, highlighting its key findings and implications.
-
Create an annotated bibliography that includes the summaries and your own critical commentary.
Refresher: Financial markets
Show steps
Review the basics of financial markets, types of markets, and the instruments traded in each market.
Browse courses on
Financial Markets
Show steps
Show steps
Show steps
- Revisit textbooks or notes on financial markets.
- Attend an online webinar or virtual lecture on the basics of financial markets.
- Read articles or blog posts on recent financial market trends.
Group Discussion Forum
Show steps
Engage in discussions with peers to exchange perspectives, share insights, and challenge your understanding of course concepts.
Browse courses on
Consumer Behavior
Show steps
Show steps
Show steps
- Join online group discussions or forums related to consumer psychology and financial services.
- Actively participate in discussions by sharing your thoughts and asking questions.
Book Review: Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain
Show steps
This book will help you develop a deep understanding of how the human brain processes and responds to marketing messages, allowing you to create more effective and persuasive marketing campaigns.
View
Neuromarketing
on Amazon
Show steps
Show steps
Show steps
- Read the book
- Summarize key concepts and takeaways.
- Identify how the concepts can be applied to financial marketing campaigns.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Quiz on Consumer Psychology Principles
Show steps
Test your understanding of core consumer psychology principles and apply them to real-world marketing scenarios.
Browse courses on
Consumer Psychology
Show steps
Show steps
Show steps
- Complete a series of multiple-choice quizzes covering key consumer psychology concepts.
- Analyze case studies and apply principles to identify target audience behaviors.
Behavioral Finance Workshop
Show steps
Attend a workshop that explores the intersection of behavioral psychology and finance, providing insights into how psychological factors influence financial decision-making.
Browse courses on
Behavioral Finance
Show steps
Show steps
Show steps
- Identify and attend a workshop that focuses on behavioral finance.
- Actively participate in the workshop activities and discussions.
- Apply the lessons learned to your understanding of financial markets and consumer behavior.
Marketing Campaign Proposal
Show steps
Develop a comprehensive marketing campaign proposal that incorporates psychological principles to target a specific financial product or service.
Show steps
Show steps
Show steps
- Conduct market research to identify target audience and their psychological characteristics.
- Design a marketing campaign that leverages relevant psychological principles.
- Create a detailed campaign plan outlining strategies, tactics, and evaluation metrics.
Annotated Bibliography of Psychological Studies in Financial Services Marketing
Show steps
Create a comprehensive annotated bibliography that summarizes and evaluates key academic research studies on the use of psychology in financial services marketing.
Browse courses on
Marketing Psychology
Show steps
Show steps
Show steps
- Identify and select relevant academic studies on financial services marketing and psychology.
- Read and summarize each study, highlighting its key findings and implications.
- Create an annotated bibliography that includes the summaries and your own critical commentary.
Career center
Learners who complete Consumer Psychology in the Financial Industry will develop knowledge and skills
that may be useful to these careers:
Marketing Psychologist
Marketing Psychologist
Marketing Psychologists use psychology to understand consumer behavior. This course may be useful in providing an in-depth understanding of consumer psychology and how it can be used to influence consumer behavior.
Neuromarketer
Neuromarketer
Neuromarketers use neuroscience to understand consumer behavior. This course may be useful in providing an understanding of the neural underpinnings of consumer psychology.
Behavioral Economist
Behavioral Economist
Behavioral Economists use psychology and economics to understand consumer behavior. This course may be useful in providing an understanding of the psychological underpinnings of consumer behavior and how it can influence economic decisions.
Consumer Insights Manager
Consumer Insights Manager
Consumer Insights Managers collect and analyze data to understand consumer behavior. This course may be useful in providing both theoretical and practical tools for understanding consumer behavior.
Consumer Behavior Analyst
Consumer Behavior Analyst
Consumer Behavior Analysts use research methods to understand consumer behavior. This course may be useful in providing a foundation in research design and data analysis.
UX Designer
UX Designer
UX Designers are responsible for the user experience of a website or app. This course may be useful in understanding how to create an intuitive and accessible product.
Market Research Analyst
Market Research Analyst
Market Research Analysts may utilize data analysis to make sense of and understand demographics and trends. This course may be useful by providing an understanding of the psychological underpinnings of consumer behavior and decision making.
Personal Financial Advisor
Personal Financial Advisor
Personal Financial Advisors provide financial advice to individuals. This course may be useful in understanding the psychology of financial decision-making and how it can be used to help clients make sound financial decisions.
Financial Analyst
Financial Analyst
Financial Analysts use financial data to make investment recommendations. This course may be useful in understanding the psychology of investors and how it can influence financial decisions.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and maintaining the public face of a company. This course may be useful by providing an understanding of the psychology of persuasion and nudging and how it can be used to positively influence a brand's image.
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers plan and execute digital marketing strategies. This course may be useful in guiding the creation of a comprehensive strategy.
Product Manager
Product Manager
Product Managers often need to work with consumers to gain feedback about a product or service. This course may be useful in understanding how to properly communicate with customers and collect actionable information.
Advertising Manager
Advertising Manager
Advertising Managers do similar work to Marketing Managers. This course may be useful in understanding the efficacy and techniques of advertising, which is a common component of marketing campaigns.
Marketing Manager
Marketing Manager
A Marketing Manager analyzes consumer demographics to understand current and potential customers. They then utilize this information to plan and execute marketing campaigns. This course may be useful in understanding how to execute and analyze the efficacy of such campaigns.
Sales Manager
Sales Manager
Sales Managers are responsible for selling products or services. This course may be useful in learning how to influence consumer behavior and leverage purchasing triggers.
For more career information including salaries, visit:
OpenCourser.com/course/fjjpuj/consumer
Reading list
We've selected 16 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Consumer Psychology in the Financial Industry.
Is an excellent textbook for this course as it is written specifically for the topic of the course. It discusses the key concepts of consumer psychology and how they are applied to financial services.
Great additional reading for the course as it provides a good overview of the psychology of money. It great book to read to supplement the topics covered in the course.
Save
Helpful additional reading for the course as it provides a good overview of the psychology of motivation. It great book to read to supplement the topics covered in the course on motivation.
Helpful additional reading for the course as it provides a good overview of the psychology of decision-making. It great book to read to supplement the topics covered in the course on decision-making.
Helpful additional reading for the course as it provides a good overview of the psychology of persuasion. It great book to read to supplement the topics covered in the course on persuasion.
Save
Helpful additional reading for the course as it provides a good overview of the psychology of nudges. It great book to read to supplement the topics covered in the course on nudges.
Helpful additional reading for the course as it provides a good overview of the psychology of happiness. It great book to read to supplement the topics covered in the course on happiness.
Save
Helpful additional reading for the course as it provides a good overview of the psychology of thinking. It great book to read to supplement the topics covered in the course on thinking.
Save
Helpful additional reading for the course as it provides a good overview of the psychology of choice. It great book to read to supplement the topics covered in the course on choice.
Save
Helpful additional reading for the course as it provides a good overview of the psychology of choice. It great book to read to supplement the topics covered in the course on choice.
Save
Helpful additional reading for the course as it provides a good overview of the psychology of habits. It great book to read to supplement the topics covered in the course on habits.
Helpful additional reading for the course as it provides a good overview of the psychology of willpower. It great book to read to supplement the topics covered in the course on willpower.
Save
Helpful additional reading for the course as it provides a good overview of the psychology of habits. It great book to read to supplement the topics covered in the course on habits.
Helpful additional reading for the course as it provides a good overview of the psychology of effectiveness. It great book to read to supplement the topics covered in the course on effectiveness.
Save
Helpful additional reading for the course as it provides a good overview of the psychology of happiness. It great book to read to supplement the topics covered in the course on happiness.
Helpful additional reading for the course as it provides a good overview of the psychology of introversion. It great book to read to supplement the topics covered in the course on introversion.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/fjjpuj/consumer
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Effort
2 to 3 hours per week for 4 weeks
Level
Introductory
Via
edX
Institution
State Bank of India
Instructors
Hari S Iyer
M. Sai Chakradhar
Saurabh Jaiswal
Mukti Prakash Behera
Session
January 4, 2024
- June 4, 2024
Language
English
Transcript
English
Good to know
Teaches principles of marketing psychology, enhancing understanding and creation of marketing campaigns for financial services
Provides insights into consumer psychology and decision-making, aiding in the development of effective financial marketing campaigns
Taught by instructors from a leading university, bringing expertise and industry knowledge to the course
Foundation in marketing psychology principles, beneficial for both beginners and professionals
Focuses on applying psychological principles to financial services marketing, providing industry-specific knowledge
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